Ever wanted to experience your 15 minutes of fame? That’s a common reaction cruisers have with the pampering and service experienced on a Celebrity cruise. Often honored as one of “The Best Cruise Ships in the World”, Celebrity appeals to a more affluent, female boomer audience, who cruise to experience quality and personalized attention.

With a multi-media campaign, grounded with TV spots set to David Bowie’s “Fame”, we showcased sharply-styled, attractive older cruisers experiencing personal service, not shipboard features, to build stronger emotional associations with Celebrity. The result? A 43% increase in brand recognition and across the board increses in key strategic image attributions. Just as critically, the Celebrity organization embraced “Starring You”, using it to extend into their sales and loyalty programs. Not to mention a shut down of their call center, due to an influx of calls, 70% of which were attributed to DRTV. Talk about getting famous.